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Chapter 9Chapter 9Learning, Memory, and Learning, Memory, and

Product PositioningProduct Positioning

Chapter 9Chapter 9Learning, Memory, and Learning, Memory, and

Product PositioningProduct Positioning

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Learning Is a Key to Consumer Learning Is a Key to Consumer BehaviorBehavior

Learning Is a Key to Consumer Learning Is a Key to Consumer BehaviorBehavior

© The McGraw-Hill Companies, Inc., 1998

Culture

Subcultures

Social class

Family

Friends

Institutions

Personal experiences

Advertising

Mass media

Learning

Values

Attitudes

Tastes

Preferences

Skills

Feelings

Products/brand features

Symbolic meanings

Behaviors

Purchase and use

behaviors

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LearningLearningLearningLearning

Learning is the process by which memory and behavior are changed as a result of conscious and nonconscious information processing.

Cognitive learning includes all learning acquired via mental processes stimulated by the senses. Ionic rote learning versus Modeling versus

ReasoningConditioning refers to learning acquired via

association of one object or stimulus with another. Classical versus Operant conditioning

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Learning Theories in High- and Low- Learning Theories in High- and Low- Involvement SituationsInvolvement Situations

Learning Theories in High- and Low- Learning Theories in High- and Low- Involvement SituationsInvolvement Situations

© The McGraw-Hill Companies, Inc., 1998

High-involvement

learning situation

Classical

Iconic rote

Vicarious/modeling

Reasoning

Operant ConditioningConditioning

CognitiveCognitive

Low-involvement

learning situation

Learning Specific LearningSituation approach learning theory approach Situation

Commonly usedOccasionally used

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Consumer Learning through Classical Consumer Learning through Classical ConditioningConditioning

Consumer Learning through Classical Consumer Learning through Classical ConditioningConditioning

© The McGraw-Hill Companies, Inc., 1998

UCS(popular music)

UCR(positive emotion)

CS(pen)

CR(positive emotion)

UCS = Unconditioned stimulus UCR = Unconditioned responseCS = Conditioned stimulus CR = Conditioned response

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Consumer Learning by Consumer Learning by Operant ConditioningOperant Conditioning

Consumer Learning by Consumer Learning by Operant ConditioningOperant Conditioning

© The McGraw-Hill Companies, Inc., 1998

Increases probabilityof response to stimulus

Stimulus(Rice Popcorn)

Desired response(consumption)

Reinforcement(pleasant taste)

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The Process of Shaping in Purchase BehaviorThe Process of Shaping in Purchase BehaviorThe Process of Shaping in Purchase BehaviorThe Process of Shaping in Purchase Behavior

© The McGraw-Hill Companies, Inc., 1998

Consume a free sample of Rice Popcorn that was sent to your home

Purchase a second package using the discount coupon that accompanied the free sample

Repurchase the product at full price

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Learning CharacteristicsLearning CharacteristicsLearning CharacteristicsLearning Characteristics

Strength of learning is influenced by: Importance of the information Reinforcement of change Punishment for change Repetition of the information Imagery Extinction (Forgetting)

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Stimulus Generalization occurs when a response to one marketing stimulus is elicited by a similar stimulus.

Stimulus Discrimination refers to the process of learning to respond differently to similar but different stimuli.

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MemoryMemoryMemoryMemory

Memory refers to the storage and retention of meaning.

Short-term memory is that portion of memory that is currently in use at any point in time. Elaborative activities Maintenance rehearsal

Long-term memory refers to the relatively unlimited, permanent storage of meaning. Semantic memory Episodic memory

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Schematic MemorySchematic MemorySchematic MemorySchematic Memory

Source: LAP Report #5260.1 (New York: Weeks McGraw-Hill, undated.) Used with permission.

Mug Root Beer

Crisp Fun Foamy Hip

Carbonated Parties Different Young

Refreshing MusicLast party attended

Lemonade Halloween

Showers Colas

Jewel

Dates

Kim

Pumpkins

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Brand Image and PositioningBrand Image and PositioningBrand Image and PositioningBrand Image and Positioning

Brand image refers to the schematic memory of a brand. It refers to the customer’s perception of the brand as a whole.

Product Positioning involves attempts by marketers to achieve a particular brand image relative to competitive products.

Perceptual Mapping involves comparing differing brands from the customers’ perspectives and developing a visual representation of these differences.

Brand Equity is the value customers assign to a brand. Brand Leverage involves capitalizing on brand equity.

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Perceptual Map for AutomobilesPerceptual Map for AutomobilesPerceptual Map for AutomobilesPerceptual Map for Automobiles

© The McGraw-Hill Companies, Inc., 1998

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•••

•

•••

••

•

•

••• •

•

• •Volvo 850R

Chrysler LHS

Buick Park AvenueOldsmobile L35

Honda Accord

Nissan Sentra

Plymouth VoyagerDodge Caravan

Geo Metro

Kia Sephia

Dodge Neon

Saturn SC2

Porsche 914Mercedes 400SE

Lexus LS400

Jeep Grand CherokeeAcura Integra

Ford Taurus

Honda Civic

Stylish, prestigious, distinctive

Practical, common, economical

Staid, conservative, older

Fun, sporty,

fast

TM3 TM2

TM1

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Frequent flier programs offered by airlines, where customers can accumulate mileage toward future free flights or up-grades, are attempts to build customer loyalty via: Iconic rote learning Modeling Reasoning Classical conditioning Operant conditioning

Irwin/McGraw-Hill

Marketers’ use of such easy to remember toll-free numbers as 1-800-Flowers and 1-800-Baskets illustrate an attempt to help customer learn via: Iconic rote learning Modeling Reasoning Classical conditioning Operant conditioning